No B.S. Goes to Europe!

Spark Beauty, a collaboration between European online retailer Feelunique and Indie Beauty Media Group (IBMG) will launch next Tuesday, allowing Feelunique’s customers in the United Kingdom and France to purchase products from over a dozen North American independent brands on a new, permanent section of the e-commerce giant’s site.

“In today’s market, it is essential to consistently offer shoppers fresh variety,” says Nigel Lawmon, commercial director at Feelunique. “That is why we aim to leverage every IBE event in the U.S. and Europe, especially the upcoming show in London, as opportunities to source and secure new brands for Spark Beauty, with the aim of building the largest collection of this kind in the world.”

Participating brands that are not yet E.U.-certified will have their orders processed via the retailer’s concession platform, which will enable the brands to directly fulfill the orders they receive. E.U.-certified brands will have their orders directly fulfilled by Feelunique. Brands will sell their entire collection or a selection of standout SKUs to Feelunique shoppers as well as offer incentives such as bundles, gifts with purchase and special sampling to gain traction and stand out among the retailer’s existing collection of 32,000 products.

For all participating brands, Spark Beauty marks their introduction to the E.U. audience. “It is always our goal to bring independent beauty brands to a larger audience and help brand founders find new opportunities,” enthuses IBMG co-founder Jillian Wright. “Our collaboration with Feelunique allows these emerging brands to be discovered by consumers in a major European beauty market.”

Spark Beauty was born out of IBMG’s commitment to overcome the obstacles that frequently deter or delay retailers from on-boarding indie brands. “We’re looking for every avenue to help indie brands reach new customers and grow. Spark Beauty is just one more example,” explains IBMG co-founder Nader Naeymi-Rad. “Feelunique is exactly the kind of retailer beauty entrepreneurs want to partner with: They’re progressive, think outside box and when they say they’re going to do something, they do it and they do it fast. The time, focus and resources which Feelunique has already committed to Spark Beauty will definitely move the needle for many of these selected brands.